A Five Part Series:
2020 Fundraising Trends – Where are they now?
As we look forward to the second half of 2020, we continue to face chaos and uncertainty. As fundraisers, every day seems to bring a new challenge. In the final part of our 2020 Fundraising Trends — Where are they now? series, we’ll take a look at GenZ and the new opportunities they create. And lastly, why donor-centric fundraising will never go out of style.
- Keep an Eye on GenZ “Philanthroteens” — Gen Z believes they can change the world through actions, not words. Since they have grown up in an “always-on” society, they continually share these experiences. Many have created small businesses to support their favorite nonprofits.
Despite potentially being the most affected generation by the fallout of COVID-19, Gen Z’s desire to change the world remains steadfast. According to The Better Bureau, Give.org, Special Report: COVID-19 and the Charitable Sector given the COVID-19 outbreak, 60.8% of Gen Z participants expressing an intent to give more. This generation has been very entrepreneurial in their efforts, starting their own business to support the organizations they love.
- It’s Still All About the Donor — Donor-centric principals never go out of style. All fundraising should be all about the donor. It’s easy to get bogged down with the daily grind and lose sight of the donor’s philanthropic goals. In 2020, By putting the donor first, you’ll be on your way to cultivating a transformational relationship.
The first half of this year has put an exclamation point on this topic. Relationships matter! According to Nonprofit Tech for Good, 64.8% of COVID-19 donors say that regular email communication about the impact of their donation is most likely to inspire them to give repeatedly to an organization.
Donors want to know the impact of their giving. Understanding the effects of their actions puts them in a grateful and giving mood and reminds them of why they gave to your organization in the first place. This communication will pay off considerably when you are preparing for the next ask. Your stewardship efforts lay the groundwork to make a donor’s decision to give again much easier. Putting your donor first, showing empathy for their situation, understanding their goals and philanthropic desire and not treating them like ATMs reaps substantial benefits.
Keep in mind, 2020 has been a tough year. We still face uncertainty due to the pandemic and its aftereffects, the continued social unrest and the uneasiness that an election year brings. But as we have learned throughout this trends series, there are opportunities on the horizon.
So, as we round out this crazy year, keep these four things in mind.
- Always put your donors first. Keep up meaningful communications that highlight their impact on your organization.
- Ensure that your website and online donation forms are optimized and inspiring. As long as social distancing is required, this is even more important.
- Be sure to thank your DAF donors and asked them to make a recurring gift.
- Try something new. When it’s not business as usual, you can’t just do usual business. Take advantage of new technology and social media to enhance your fundraising efforts.
“When written in Chinese, the word “crisis” is composed of two characters. One represents danger, and the other represents opportunity.”
-John F. Kennedy